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Mobile phone consumption and implications for SMS marketing

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Abstract

This paper reports on a Q-methodology study on the consumption of mobile phone s and opinions on SMS-marketing, extract ed from interpretive interviews and focus groups. The Metaphors Qsort,developed within a framework of Holt's (1995) four metaphors of consumption, identifies three experiential value clusters in the consumption of mobile phones: the Mobile Pragmatists, the Mobile Connectors and the Mobile Revelers. The SMS-marketing Q-sort identifies two key clusters of subjective opinions on various aspects of SMS-based mobile-marketing . By integrating the findings from these two Q-sorts, we demonstrate that while all three value clusters express positive opinions towards 'location specific' and 'customer initiated contact' SMSmarketing,there are noticeable differences in how marketers should develop their strategies to maximize the consumers' perceived experiential value derived from the consumption of their mobil e phones.